Search Generative Experience (SGE) is Google’s latest AI-powered search upgrade, designed to provide consumers with instant, concise answers directly on the search results page. To reduce the number of times consumers need to navigate to websites, SGE uses generative AI to synthesize key information from the top-performing pages and display it in short paragraphs. Whilst this improves the user experience, it is a huge obstacle for advertisers and publishers who rely on organic traffic.

An important indicator that is influenced by the SGE is the click-through rate (CTR) — the proportion of users who engage with a search result after seeing it. As the SGE continues to grow in importance, understanding its influence on CTR is crucial for adjusting SEO and content tactics.

In this article, we will discuss what SGE snippets are, how they differ from normal snippets and how they reshape click-through rates (CTR).

What Are SGE Snippets?

SGE (Search Generative Experience) is Google’s AI-powered search interface that puts conversational, AI-generated answers at the forefront of search results. SGE snippets integrate the results of large language models with real-time web data to deliver complete, synthesised answers, so you no longer need to go to other websites.

These AI-generated snippets often include:

• Paragraph summaries
• Inserted hyperlinks to references
• Suggested follow-up requests

What is the difference between Normal Snippets and SGEs?

Normal Snippets

Normal snippets are static extracts that are extracted directly from a single web page and are often displayed as highlighted snippets or conventional organic listings. They display unaltered material and highlight only the most relevant section of a page according to the user’s query. 

Search Generative Experience (SGE)

Search Generative Experience (SGE) uses generative AI to synthesize information from multiple sources and present a dynamic, AI-composed summary. This summary aims to answer the user’s question directly within the search results, often accompanied by follow-up questions or suggested next steps. While normal snippets direct users to a single source for more information, SGE minimizes the need to click through by providing a more comprehensive and interactive response upfront.

How SGE snippets are Re-Sharping CTR ?

Zero-Click Searches are On the Rise

With SGE, Google is accelerating the transition to zero-click search, where consumers get answers without having to visit external websites. Research shows that between 25 and 40 per cent of search queries could be answered by AI, which would mean a lower CTR for publishers.

Increased CTR for Commercial & Complex Queries

Commercial and long-tail queries may see an increase in CTR, while informative queries may see a decrease. As users see the sources included in these enhanced experiences as more credible and relevant to their goal, they are more likely to click on them, especially for commercial enquiries.

Organic Clicks Are Declining

Although SGE improves the search experience for many users, it can lead to a decrease in organic clicks on information queries. SGE often provides thorough, AI-generated answers immediately in search results, so consumers are no longer forced to visit additional websites.

Increased Importance of Authority and Relevance

To appear in SGE Snapshots, content must be authoritative, relevant and well-structured. This places more emphasis on the quality of the content, as only the most trustworthy sources are displayed.

More Interactive and Engaging Experience

The SGE often includes follow-up questions, relevant topics and product carousels. This interactivity encourages deeper engagement with the search interface itself, sometimes at the expense of visiting an external website.

Conclusion

SGE snippets are clearly changing CTR dynamics, as many informational queries experience a decrease in clicks as users receive immediate answers. By optimising for AI-driven search, prioritising commercial intent and increasing content depth, publishers can maintain their presence and traffic.

The main conclusion? Adaptability is key. SEO methods must adapt in line with AI breakthroughs to remain competitive at a time when Google’s generative search is changing user behaviour.